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SAJ | Vernacular Luxury & Identity Design
A comprehensive brand identity and editorial project for SAJ. This work explores the intersection of traditional Indian ornament and modern minimalism. By treating brand elements as "architectural" heritage, I developed a visual language that balances luxury, ritual, and contemporary design precision.
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Two years ago, I started my very first personal branding project.
The idea was called City Compass a concept for my hometown, Veliko Tarnovo, one of Bulgaria's most historic cities.
The vision was bigger than just a logo. I wanted to create something that could help the city grow but I quickly realized the vision was much bigger than I was ready for at the time, so I left it for the future.
Looking back, I still love where it began.
Curious to know what you think.😊
First, your city will be proud of you. You have successfully managed to combine many elements in 1 icon in the most elegant way ever. A castle, a knight on horseback, a compass, a river. Everything blends in harmony and composition! Only with 2 colors!!!
The best characters are the ones with character, and Knowie is definitely one of those special ones to me.
Every interaction, state, reaction, and motion was designed to give students a small, joyful moment while they study, helping them to delightfully break the routine.
The current setup is already quite complex: standalone animations, looped states, animated custom brush outlines, eye and head tracking, plus a mix of rigging and frame-by-frame animation. And there’s more to come.
Can’t wait for everyone to meet Knowie in the Knowunity app! 🚀
Nice! Love the brush style and the Cel-Animations. Great work! 🔥
"modern and approachable”
the two words you can put in a brand brief.
everyone can nod at them and they decide nothing really.. modern compared to what?
approachable for who? a cfo and an engineer don't read that word the same way.
skip the decision in the brief and you buy it back later when someone says "this doesn't feel like us”.
a brief earns its keep by what it excludes most times like name the company you refuse to resemble, name the buyer you're fine losing and then start.
My fav are requests for "Big and Bold" design and "Make it more POP".
Never understood what does it mean.
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